Coconut water brand Vita Coco is launching its first children’s products.
Available in packs of four Tetra Pak wedge cartons in mango & pineapple and apple & blackcurrant, the drinks roll out to Waitrose on 17 March (rsp: £2.99). Vita Coco has also secured listings in four other supermarket multiples.
The drinks, which are school-compliant and have no added sugar, are made with a blend of 38% coconut water, 25% grape juice, water and natural flavours. Vita Coco UK CEO Giles Brook described the taste as “fruit-based with a hint of coconut water”.
He added that they contained around half the sugar of some products in the chilled kids’ drinks category, which Brook said had declined about 9% in value last year. “We think we can come in on the back of that downward trend and grow the category,” he told The Grocer.
Sales of the Vita Coco brand had doubled year-on-year to £70m, said Brook, but there was still a “massive opportunity” to expand as the brand had just 0.5% household penetration. Supermarkets account for less than half the brand’s sales, and Vita Coco is looking to grow sales through this channel.
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